June 18th 2026: Xtovia, a science-led haircare brand, has raised INR 6.9 crore in a pre-seed funding round led by V3 Ventures, with participation from Consumer Collective by Atrium and angel investors.
The company will utilise the fresh capital towards strengthening its intellectual property portfolio, building its core team, supporting the initial launch of the brand and accelerating growth initiatives.
Founded in 2025 by Navneet Misra, a serial entrepreneur with extensive experience across consumer businesses and the beauty ecosystem and Dr. Madhu, Head of R&D with a PhD from IIT Madras, Xtovia is building a new category of high-efficacy haircare rooted in proprietary technology and research-led product development. The premium haircare brand aims to address structural hair damage through science-backed formulations developed entirely in India.
“When it comes to truly high-performance haircare, most serious innovations have traditionally come from imported brands. That led us to ask a larger question- why should breakthrough haircare innovation always come from outside India? Why should consumers automatically associate efficacy with global brands? With Xtovia, we wanted to build a science-first brand that could match global standards while being conceived, researched and developed in India,” said Navneet Misra, Founder, Xtovia.
Speaking about the investment, Arjun Vaidya, Co-founder, V3 Ventures, said, “At V3 Ventures, we love backing founders who are building genuinely differentiated products in large consumer categories. Xtovia stood out for its deep R&D focus and science-first approach, which is unlike anything we have seen in the category. We believe its proprietary formulation has the potential to create a globally relevant brand, starting from India. Having known Navneet for some time, I am excited to support both him and Dr. Madhu as they build in a space that is ripe for disruption.”
The company believes consumers have been consistently underserved by a category that over-promises and under-delivers, where marketing claims routinely exceed what formulations can actually do. While professional-grade products are often expensive and salon-dependent,
most mass-market products offer cosmetic benefits at best, leaving the underlying structure of damaged hair unaddressed.
Xtovia’s products are powered by its proprietary TriLayerX Hair Tech, developed through years of in-house research. The technology combines three distinct mechanisms designed to strengthen the hair core, repair damaged cuticles, and restore the hair’s natural protective lipid layer.
Its formulations are backed by over 1,500 product iterations, 35+ in-vitro and clinical studies and 500+ consumer validations alongside four global patent applications. Clinical testing indicates up to 20% higher efficacy compared to leading international bond-repair brands.
The brand currently sells through its direct-to-consumer platform and plans to expand into additional online marketplaces and distribution channels in the coming months.
Looking ahead, Xtovia plans to expand its product portfolio, strengthen its team and increase investments in brand-building and consumer education. Over the long term, the company aims to establish itself as a global ambassador for “I-Beauty”, positioning Indian haircare innovation on the world stage.
About Xtovia:
Xtovia is a science-led haircare brand redefining the approach to bond repair through patent-pending science for complete restoration from core-to-cuticle. Rooted in performance, efficacy, and research-backed formulations, the brand offers solutions designed to strengthen hair, reduce damage, and improve overall hair health over time. Created for evolving consumer needs, Xtovia brings together innovation and accessibility to deliver high-performance haircare for everyday use.
